In the early days webmasters used to perform some basic SEO for the web site they developed and maintain, it wasn't the separate field but with the passage of time, improvement in lots of search engines and websites starts to grow and make money SEO become an entirely separate profession, and companies starts to hire SEO professionals for the search engine optimization of their websites. Now SEO is a whole new profession and a big business in last few years, and it has different types i.e white hat and black hat. When a SEO professional is optimizing a website for a search engine, it is important to use the methods which are legit and approve by the search engines known as white hat or ethical SEO. However, there is a dark side to SEO, Black hat SEO, which is a method involves deception techniques to trick both search engine spiders and website visitors. Cloaking, spamdexing, keyword stuffing and generating fake traffic are few examples of black-hat.Black Hat SEO strategies and techniques will hurt your positive process in the search engine and get you flagged for the bad practices, decrease your ranking and or at worst get you banned. Over optimization is one of these tactics and if the site owner is uninformed and doesn't have a good SEO expert, it is very easily done. Over optimization is defined as when a content on a webpage is written in a way that it looks like trying to get search engine attention rather than visitor or a user attention. Unnecessary keyword stuffing in the page content, meta, H1, title, etc. categorized as over optimization of a web page. It is considered as an unethical practice and when the keyword density of a web page content starts to go above 10% it hardly makes any sense for a human reader. Keyword destiny should be 3% to 5 % which is recommended. Over optimisation, my results in De indexation which means your page got removed format the search engine index.
According to google search engine guideline for webmasters, buying and selling links without no follow tag to manipulate search engine results pages, will get your website banned and de indexed by google. In the starting days of search engine optimisation, many seo experts purchase links from other websites in the hopes to improve their rankings. This did work for the benefits of some websites, but now it is widely discouraged and if you purchase a link from another site, it is possible that google would find out and penalize your website as a result. In general, search engines try to spot link sellers and downgrade or ignore the links coming from these sites.
Hidden text is another and probably easiest black-hat tactic to avoid, in this technique a webmaster usually set the color of a text as same as the color of the background of a page. Some search engine easily detects this strategy and penalizes the web page. Another technique is to make an image of same color as text and use it as a background. Sometimes the competitors find out and report it to get that particular website blacklisted. Since the above mention, techniques are traceable now some peoples are trying cascading style sheets and div tag to hide text. A webmaster must always avoid this sneaky and clever technique because it is dishonest and unethical.
URL redirects is a technique where a user click on a search result but it open a differentpage. People who use this technique usually have a high-ranking page and redirect all of its traffic from a search engine to a completely differentpage. This is a misleading technique and a redirect page usually doesn't have any content they just send traffic to another page. This strategy is frowned upon by google because it makes google search results look inaccurate to users.
Link Farm, another black hat technique, is a group of websites that is all linked to each other created by a person or automated software. These web pages are set up in the groups of 10 or more and they have only links of other pages from the same group. It is also known as spamdexing because it spam the index of a search engine. Some link farms have only dozens of websites which look pretty harmless, but some contain hundreds of website linking toward each other and when a search engine detects these huge link farms, sometimes they ban all the sites from their indexes.
Link spamming is also an example of overly aggressive marketing strategy where a spammer uses software or a program to post its link in blog comments, forum conversations, wikis, guest books and all other public discussion forums and groups. It is the king of black hat techniques. When these spammers posts their website links in a comment's box of the blogs with a high page rank, it increases their sites search engine ranking and increase in ranking often results in the spammer's web page being listed ahead of other sites for certain searches, But now most of these blogs and social forums have softwares, which detect and filter link spammers.
It is a known fact that not everyone is able to creat a unique and interesting content. Sometimes people try to duplicate the content or create similar websites with alittle bit of tweaking. Webmasters often use this technique to manipulate page rankings of their website. According to these webmasters when the post the same content on different websites it means they will get more exposure. Search engine nowadays ableto detect duplication of the content and sometime if a search engine won't be ableto detect it, the competitors still able to report them and get their site banned.
When you are trying to cheat the system, it might result in temporary success but eventually the success driedup and you have to face the consequences. Same is the case of the black hat SEO you can cheat and get some instant traffic but no one will come back to a site which is full of unethical techniques like keyword stuffing, links farm, sneaky redirects, hidden texts, etc. and are just created to cheat a search engine robot. SEO experts often debates on the merits of the white and black hat SEO and which is the best, but my take is that it is best to do ethical work and earn the money you are proud of, and I am confident that you will never use the techniques I have mentioned above.
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